CORN LL
Class: SERVICES MARKETING

Date: 05/01/ 2021

NOT S Topic: THE GAPS MODEL OF SERVICE

QUALITY

 
    Student Name    
    Bui Anh Huy    
             
    Main Ideas / Key Words Notes    

Customer gap • Difference between customer expectations + perceptions.

 Customer Expectations: standards/reference points that
customers bring into the service experience
 Customer Perception: subjective assessments of actual
service experiences.
 Refer to a customer believes that should or will
happen. Ex: when you enter university, you
would expect great facility and superior teaching
quality for the betterment of your future prospect
 Closing the gap between customers’
expectations and perception is critical to
delivering quality service.
 Marketer-controlled factors (such as pricing,
advertising, and sales promises)
 Factors that the marketer has limited ability to control
Sources of customer expectations (innate personal needs, word-of-mouth communications,
and competitive offerings)
 To close the customer gap (customer expectation and
perception), the gaps model suggests that 4 other gaps
(provider gaps), must be closed. As these gaps occur
The provider gaps within the organisation providing the service.
 Gap 1. The listening gap (not knowing what customers
expect)
 Difference between customer expectations of
service and company understanding of those
expectations
 Key factors responsible for the gap (inadequate
customer research orientation, inadequate
customer research orientation, insufficient
relationship focus, inadequate service recovery)
     Recommendations for bridging the listening    
    gap (Formal and informal methods of    
information gathering, traditional research
techniques including interviews, surveys,
complaint systems and customer panels,
complaint-handling procedure, service
guarantee,…)
 Gap 2. The service design and standards gap (not
having the right service designs and standards)
 Difference between company understanding of
customer expectations and the development of
customer-driven service
 Key factors responsible for the gap (poor
service design, absence of customer-driven
standards, ∙ inappropriate physical evidence and
servicescape )
 Recommendations for bridging the listening
gap
- All people involved (managers, frontline
 employees, support staff) should work with
the same concepts of the new service, based
on consumer needs and expectations.
- When the standards do reflect what
customers expect, perceptions of the service
is enhanced
- Timely, appropriate servicescape, the
physical facility, critical in terms of
communicating about the service and
making the entire experience pleasurable
 Gap 3. The service performance gap
 Discrepancy between the development of
customer-driven service standards and the
actual service performance by the company
employees.
 Key factors responsible for the gap (deficiencies
in HR policies, customers not fulfilling roles,
problems with service intermediaries, failure to
match supply and demand)
 Recommendations for bridging the listening
gap
- Employees should clearly understand the
roles; manage conflict within team; foster
mutual empowerment and shared
understanding, use adequate technology and
appropriate compensation and recognition.
Are all factors that relate to human resource
functions, where the recruitment, training,
feedback, job design and organisational
structure, where these should be addressed.
- Customer: Treat them as variables, out of
the control of the firm and employees
- Synchronise demand and supply: Cross-
       
    Summary    
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